As the days lengthen and grow warmer, flowers bloom, and summer vacation plans take shape, we find ourselves halfway through the calendar year. For marketers, this mid-year point also offers a prime opportunity to step back, reflect, and reassess the plans you set in January.
Are you on target, ahead of schedule, or has that annual marketing plan started to drift?
Now is the ideal point to reevaluate things since there’s still ample time to get back on track. By analyzing your progress so far, figuring out what’s working and what’s not, and making strategic adjustments, you can ensure a more impactful second half of the year.
Here are five ways to start leveling up your marketing performance:
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Review Your KPIs
Compare the performance targets you set earlier this year against results to date. If there’s a gap between expectations and reality, attempt to determine why. (Learn more about marketing KPIs in this excellent Semrush article)
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Evaluate Budget Allocation
Review how your budget has been allocated across different campaigns so far. Which ones delivered the most ROI? Consider reallocating budget from underperforming campaigns to those yielding better returns for the second half of the year.
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Analyze Channel Performance
Review the effectiveness of your digital marketing channels—email, social, SEO, and paid advertising. Determine which are driving the greatest leads or conversions and ramp up your efforts there. Similarly, assess the impact of offline marketing efforts such as print ads and trade shows.
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Update Your Market Outlook
Consider recent market shifts, emerging trends, new research, or changes within your own organization. Should any of these factors impact your marketing programs moving forward, and if so, how?
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Learn from Others
Take a look at your top competitors’ marketing tactics so far this year. Where are they gaining ground and what strategies are they using that you could mirror or counterattack?
Make June Your Big Pivot
Based on the insights you’ve gained, it’s now possible to tweak your marketing plan for the remaining months of the year. As part of this, be sure to realign your messaging as needed. It’s also vital that your entire marketing team is in the know on new tactics or corrective courses of action.
One thing is clear: In our constantly changing B2B landscape, adaptability is key. In fact, 80% of surveyed marketers believe that marketing has changed more in the last three years than in the previous 50—wow. Such rapid change is just another reason to embrace this mid-year opportunity to pivot as needed so you can finish 2024 strong!
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If you’re looking for expert guidance on reassessing and realigning your marketing plan for success, let’s talk today. Our experts are adept at hitting the ground running to help you plan and execute a stellar second half of the year.